THE FIVE STEPS TO BUILDING A NEW POWER CROWD
Step 1: Find your connected connectors
This of this group as those people who share a worldview, are networked to one another, and are influential in their reach. The group isn't just philosophically connected, it is socially connected, clustered in big cities filled with urban professionals. Widen your focus to include a much more diverse range of people. For any new power movement, identifying and cultivating the right connected connectors is often the difference between takeoff and fizzle.
Step 2: Build a new power brand
Every company or institution must make key early decisions about how it will project outward into the world. It has to come up with a name and settle on a visual aesthetic and maybe some iconography; it needs to refine a "voice" for how it speaks to consumers or clients. Merge with the identity of your members. In a new power world, you must appeal to global community, to give them a sense of "belonging."
Step 3: Lower the barrier, flatten the path
The new power era has promoted a form of activism that can be scaled much more quickly than a twentieth-century movement, and can be initiated by almost anyone, including those without a formal apparatus or an existing bully pulpit. These movements can more easily include wider groups of people, including those who previously had been left on the sidelines or couldn't easily participate. This dynamic of participating in almost anything has become easier, whether we are protesting, taking vacations, or even managing our lives.
Step 4: Move people up the participation scale
Sharing other people's content or ideas
Endorsing or joining a new power community
Remixing other people's content or ideas
Affiliating with money within a new power community
Creating or delivering content or assets within a new power community
Shaping or protecting the norms of a new power community
Having a structure in place to move people up the participation scale is critical even in the early stages of building a new power community.
Step 5: Harness the three storms
MOMENTS
Storm creating
1. Sometimes, those moments happen to them and their job is to embrace them, even if at first they seem like setbacks, not opportunities.
Storm chasing
2. Sometimes, they see a moment out in the world and use it to fuel the movement.
Storm embracing
3. And at other times, they create a moment out of thin air.
We think of this as harnessing the three storms
But in this world of constant recruitment, the most effective crowd-builder will be those who are able to move people up the participation scale, and sustain and nourish a community over the longer term, dealing with the many challenges, compromises, and balancing acts that it requires
This of this group as those people who share a worldview, are networked to one another, and are influential in their reach. The group isn't just philosophically connected, it is socially connected, clustered in big cities filled with urban professionals. Widen your focus to include a much more diverse range of people. For any new power movement, identifying and cultivating the right connected connectors is often the difference between takeoff and fizzle.
Step 2: Build a new power brand
Every company or institution must make key early decisions about how it will project outward into the world. It has to come up with a name and settle on a visual aesthetic and maybe some iconography; it needs to refine a "voice" for how it speaks to consumers or clients. Merge with the identity of your members. In a new power world, you must appeal to global community, to give them a sense of "belonging."
Step 3: Lower the barrier, flatten the path
The new power era has promoted a form of activism that can be scaled much more quickly than a twentieth-century movement, and can be initiated by almost anyone, including those without a formal apparatus or an existing bully pulpit. These movements can more easily include wider groups of people, including those who previously had been left on the sidelines or couldn't easily participate. This dynamic of participating in almost anything has become easier, whether we are protesting, taking vacations, or even managing our lives.
Step 4: Move people up the participation scale
Sharing other people's content or ideas
Endorsing or joining a new power community
Remixing other people's content or ideas
Affiliating with money within a new power community
Creating or delivering content or assets within a new power community
Shaping or protecting the norms of a new power community
Having a structure in place to move people up the participation scale is critical even in the early stages of building a new power community.
Step 5: Harness the three storms
MOMENTS
Storm creating
1. Sometimes, those moments happen to them and their job is to embrace them, even if at first they seem like setbacks, not opportunities.
Storm chasing
2. Sometimes, they see a moment out in the world and use it to fuel the movement.
Storm embracing
3. And at other times, they create a moment out of thin air.
We think of this as harnessing the three storms
But in this world of constant recruitment, the most effective crowd-builder will be those who are able to move people up the participation scale, and sustain and nourish a community over the longer term, dealing with the many challenges, compromises, and balancing acts that it requires
Comments